Zoopla invests to deliver property insights and data at scale: driving high-intent buyers and sellers for agents
Leading property website Zoopla is delivering additional property insights at scale to consumers through new onsite content and personalised emails using AI. All of this is focused on continuing to grow Zoopla’s position as the number one destination for potential vendors and empowering these would-be vendors with personalised property information, giving them more control and confidence to plan their next move.
Delivering market insights to buyers and sellers
Zoopla now has almost 300 area guides live on its website, providing valuable information for those considering moving to an area. Every guide includes information such as average asking price, local schools, pubs and transport links, making it easier for consumers to make an informed decision about their next move.
The guides also use machine learning to recommend other areas that Zoopla users might be interested in. For example, viewers of the Brighton area guide will be recommended guides for areas such as Worthing and Eastbourne as these are areas with similar characteristics, population size and within a certain radius.
Almost half of Zoopla users who view an area guide (44%) then go on to view a listing on Zoopla, demonstrating how they are creating additional interest in an area for potential buyers.
Zoopla’s monthly flagship report, the House Price Index continues to resonate with consumers and is received by 1.2 million active buyers every month. In addition to this, AI is used to create 375 localised versions of the report, educating buyers on the market where they live.
This is complemented by its monthly estimate email which informs over 2.3 million homeowners when the value of their home has changed. This drives over 300,000 users back to Zoopla.co.uk to check the value of their home, creating more educated sellers for agents.
Priming tomorrow’s sellers
To reduce the uncertainty homeowners experience when selling a property, Zoopla is also building out a suite of informational content designed to educate homeowners about the selling process. This content will launch over the coming months with pieces already live on topics such as remortgaging and equity release. This content will educate homeowners regardless of their experience, but will be particularly helpful for first-time sellers.
Transactions fall through for several reasons and Zoopla’s extensive research shows a lack of knowledge about what to expect at different stages of the selling process is a strong contributing factor. This high-value content will expedite the process of selling and drive a higher ROI for agents by providing quality sellers that are nurtured throughout the process. Examples of this content can be viewed here and here.
Rich Hayes, Chief Operating Officer at Zoopla comments: “Every 1.5 seconds a key home decision is made on Zoopla and a key reason for this is the unrivalled market insight and guidance we provide to Zoopla users. This is a key differentiator for Zoopla and we’re constantly looking for ways to improve this and drive more high-intent buyers and sellers for agents as a result.”